In an effort to inject some much needed life back into a struggling auto industry, Mazda has aimed its recent campaign at a very unlikely market of recent university graduates. Already carry the heavy debt of student loans, this seems like such an unlikely area to tap, but the strategy of rewarding yourself for years of sacrifice and student life living may find appeal. Full of humour and loaded with stereotypes, this series of spots shows how car makers are lightly poking around uncharted markets for renewed sales.